Welcome to the
Dealer Learning Center
- Dealer Learning Center :
- Learning Library
The 2016 Car Buyer Journey Study by IHS (commissioned by Cox Automotive) has revealed new insights about the prevalence of online shopping, the relative importance of various Internet resources and the use of multiple devices during the car-buying process. The study also provides details about how car buyers consider a variety of makes/models and purchase options as they shop, and examines what consumers like and dislike the most about the car-buying process.
Today’s 16-year-olds — part of Generation Z — are 80 million strong and influence $200 billion in annual spending power annually on parental or household purchases. By 2020, their purchasing power will equal the GDP of some small countries. However, they’re by nature more cautious spenders, less likely to be influenced by prestige and more likely to be influenced by safety and practicality peppered with technology. Learn what’s most likely to influence these future car-buyers…
Since 2010, the Autotrader Sourcing program has been conducting an annual survey of consumers who bought vehicles from over 400 franchise and independent dealerships across the U.S. The research provided insights into a variety of important questions about these vehicle “re-purchasers,” including what percentage of them:
- Returned to buy from the same dealership
- Re-purchased the same make
- Re-purchased the same make and model
The survey also provided a glimpse of what drove their shopping decisions. Be sure to check out these additional shopper insights to see how you can better engage today's customers.
New car marketing is every bit as important as used car marketing because, from a shopper's perspective, they don't distinguish much between new and used vehicles. They're simply looking for what they believe to be the best value.
This handbook provides step-by-step guidelines on how to merchandise your New Cars in your online inventory listings. These tactics hold true on third-party sites, your dealership website and anywhere else you have your inventory listed online. Also check out these comprehensive digital marketing solutions that can help you build your brand and convert online traffic to in-store traffic.